14 lessons of 90 minutes each. Every lesson has slides (what is on the screen), the text beneath them (what to say about it and where to use it), numbers, charts, boxes from practice, questions for the class, a quiz and no more than ten sources worth clicking. The “Present slides” button runs the lesson full screen.
English narration so far: lessons 01, 02, 03 and 11; the rest are text and slides only. Every lesson is narrated in Czech.
The final exam is online in the last lesson, in English: 30 questions with three options each from the whole course, and you need 80% to pass. It asks about the terms in the For the exam boxes and how to apply them, much like the quizzes at the end of each lesson.
What marketing is and why it matters to everyone: the 4Ps and 7Ps, market vs. audience, segmentation, targeting and positioning, SWOT and PEST, innovation, AIDA(S), and who does what in marketing.
Why sport is a different business from logistics or food: a product that can’t be guaranteed, competitors who have to cooperate, and money from rights, partners, and fans. Judo, Slavia Prague, and HOPI as examples.
Traditional and digital media, who owns the Czech ones, how they make money, and whom people trust. Podcasts, the PESO model, the press release, and the Czech Judo Federation’s media work after a medal.
Advertising as a campaign: the objective, choosing a channel, creative (half of the effect), sponsorship and merchandising, tools and metrics. What works in B2B logistics and in sports, with Czech numbers from 2024 to 2026.
A brand lives in the customer’s mind; branding is a craft: seven elements, archetypes, visual identity, the brand manual and portal, architecture, equity by Interbrand and Kantar, and how Nike, Jaguar, and X lost value.
Your website as the one place you own: the history and state of the internet, platforms, online stores, APIs, databases, analytics, SEO, and the path from the address bar all the way to the server.
How social networks work, how they differ, how they make money and why they keep us hooked: algorithms, tribes, virality, influencers, maps as a social network and digital health.
How language models work (tokens, probability, context), who makes them, what they cost, and how to use them in marketing every day: text, images, video, audio, and agents that work on their own.
From bedroom to studio: the gear, platforms, formats and show flow of live broadcasting. How to build a stream people watch to the end, and what most often goes wrong on air.
Events as the most powerful medium: types, purpose, revenue streams, budget, timeline, script, logistics, and risks. Judo Heroes Camp as a product, and the run sheet used to build the HOPI Inspires script.
Sponsorship from both sides of the table: what a sports organization sells, what companies pay for and why, the partner pyramid, activation, the contract, measurement without AVE, risks. HOPI and RunCzech, and a championship without fans.
What marketing is using right now and what’s coming: how to read and predict trends, adaptability and geopolitics, simplicity, automation, custom AI, new platforms, hardware and digital detox.
How people really decide: fast and slow thinking, attention, seven principles of persuasion, pricing biases, personality typologies, group influence, appearance, reputation, and AI that persuades better than a human.
The craft of making things: design principles, fonts, color, images and video for each device, print, suppliers, and AI. How to brief it, what it costs, and how to spot good work before you pay for it.
